FRAMING A SUSTAINABILITY POSITION
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2021-07-06
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en
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Abstract
This research tries to gather an answer to the question of how companies frame their sustainability position in the fashion industry through their websites. This question originates in the unclarity in how companies use websites to clarify their position on sustainability through both visuals and text. This research is performed through a qualitative content analysis focusing on visuals and text used. The companies stem from a public database with companies originating from the Netherlands, Sweden, and the UK. The results are gathered through coding web pages of 144 companies with Atlas.ti. The results show that companies can use visuals and text differently as they differ in their approach to sustainability. The results also show that companies can use different frames with different chosen positions. This study concludes that companies identify different sustainability positions and use different ways of communication to clarify these positions. Three different positions are found with the same number of dominant frames. The managerial implications from this study are that managers should include visuals in their framing and that they must ensure transparency in the framing of their position. A limitation is the lack of Swedish companies and missing most of the big companies from each country.
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Faculteit der Managementwetenschappen